Google has been fooling around with solar panels, so if I manufactured solar panels I'd be concerned, according to Gregory Keller, V.P. Product Management, lijit networks. But will they lead in real-time search? Don't lose the perspective that ideas come from a lot of perspectives, and sometimes the simple things win, he says. The excitement and drive in real-time search is a game changer. Maybe some of the same guys will become the game changer, and maybe they won't.

More celebrities died on Twitter last year than in real life, according to Uwe Hook, SVP, Media, Direct Partners, who moderated the OMMA Social panel titled "Debate: Is Real-Time Search for Real? Or Just Another Tweet in the Pan?"

Not all of the panelist agree that real-time search exists. "There's no such thing as real time search," says Benjamin Carlson, co-creator and president, Fizziology. "You're either searching for, or synthesizing real-time information."

Carlson suggests Twitter is a black hole that consumes time. It's not information that's generated through Twitter. It's just data.

Automakers spend hundreds of thousands of dollars on campaigns only to throw them away once the message cycles through. The thought,these days, has turned toward building out power distribution channels in social media.

Evidently, microsites are out, so 2009, according to the panel at OMMA Social. So where are we going? I've heard that brands don't necessarily know how to develop content. (Really?) Well, that's according to some on the panel. Dave Armon from Context Options suggests pulling out a Flip camera and shooting a video. Create a coupon and stick it on Facebook because if there's no value ...

I'm listening to a heated disucssion on whether the industry has too much data.

Do we need more data in social media? Some think markers are a bit overwhelmed. Tech companies that collect the data need to take the time and show agencies and marketers how to use it, says Jeff Lanctot, Managing Director, Advertiser and Publisher Solutions Group at Microsoft.

The industry tend to want to put new ad models in place to use the data, but it has to understand not all planners understand how to use the data.

"HTML and Flash time capsules." That's what Mike Wokosin, vice president of Digital Marketing at Universal Studios Home Entertainment, called the studio's Web sites floating around the Internet. He realizes the company's view on Web sites is a bit outdated.

"I don't have all the answers," admits Mike Wokosin, vice president of digital marketing at Universal Studios Home Entertainment. During OMMA Social he did provide some insights during the afternoon keynote on Tuesday. The entertainment company doesn't rely much on Twitter, but recognizes the power of the site. Home entertainment releases between 25 and 35 new movies annually. The industry has seen ad budget constraints due to a slight decline in DVD sales, he says.

The sales funnel begins with awareness in digital media, moves into engagement and then into conversion through one-on-one interactions. "If fans are having a ...

Is the 140-character limitation provide enough space to add a message and a call to action? That's a problem marketers have when it comes to finding the return on investment in tweets.

During the Twitter client third-party developers panel at OMMA social in San Francisco Tuesday, Ryan Holmes, CEO, HootSuite, says his company is looking at developing tools for marketing that involves multichannel marketing, in stream advertising, and trying to find the "magic mix" between advertising and sponsorship.

Somrat Niyogi, CEO and founder at Bazaar Labs, says marketers will begin to tap into widgets and sponsorships to make ...

Mary Huffman wants to clarify her point about reporting redundancy made Monday during OMMA Performance.

In an email she wrote: performance deals require reliable reporting and the most effective way to ensure the continuous reliability of a tracking system is to have two systems in place. These systems don't need to be expensive, dollar-wise or time-wise (Google Analytics is something we usually layer onto a client's existing tracking system), so it is not an issue of "cost-effective" or not. Having two tracking systems makes everyone in the relationship feel more comfortable that the data is right.